The online film has been created by Razorfish. It promotes the app, which allows users to store their child’s pictures in one place, where they can be privately accessed online by family and friends.
The brand awareness and response campaign, called "me and my bear", introduces Lifecake to parents with children under five-years-old, by explaining how the service works.
The accompanying competition encourages parents to try it out. Participants are invited to upload a photo of themselves and their special childhood toy via Facebook, Twitter and Instagram and explain why it is special.
The film draws on nostalgic reflections of how teddy bears are thought of by children as a best friend and therefore a source of memories as we get older.
The video's art director was Sarra Collins. The copywriter was Steph Hamill at Razorfish, and it was directed by Michelle Craig through Unit9.
The soundtrack is a cover of Yazoo and Alison Moyet’s Only You, composed by Christopher Hayden, the drummer in indie rock group Florence and the Machine.
The film will be accompanied by online ads and social media posts, which tell people about the competition and how they can download the app. It will target customers in the UK, France, Germany, Italy and Spain.
Canon announced in April that it would acquire Lifecake, which is a London-based startup co-founded by Nicholas Babaian, the chief executive, in 2012.
Albert Spinelli, the director of digital services business at Canon, said: "We partnered with Razorfish to bring Lifecake’s functionality to life, leveraging their expertise of digital world consumer behaviour.
"We anticipate the film will provoke nostalgic emotional responses encouraging more users to share visual moments, fuelling ongoing exchanges with their network of loved ones."